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Marketing Communications Assignment - (Solution)

   

Added on  2021-01-02

15 Pages4849 Words431 Views
MARKETINGCOMMUNICATION

INTRODUCTION Marketing communication is defined as the tactics which is used by organisations toconvey information and messages about their brand, services and products to the customerseither in a direct or indirect manner. This will benefits the companies in persuading consumers topurchase their services or products. It involves different mediums which are adopted byorganisations to exchange information regarding their brand and products with business partnersand clients (Ashley and Tuten, 2015). This assignment is carried out in context with BMWwhich is a German based multinational organisation operating in auto-mobile sector. At present,company is manufacturing motorcycles and auto-mobiles. Company was established in 1916 andheadquartered in Munich, Germany. This report will include range of products in organisationalcontext, analysis of specific product and the profiling of a specific target market. Also, criticalevaluation of effectiveness, features and characteristics of marketing communication tool isperformed. Beside it, strategic marketing communication plan is prepared along with evaluationof elements related with communication process with the help of theories and relevant processes.MAIN BODYTASK 1Analyse organisation's range of product and specific product along with profiling of targetmarketMarketing communication is referred to those techniques and tactics that are used by abusiness person or an organisations so that promotional messages and other information abouttheir services & product can be conveyed. There are different types of marketing communicationtechniques that helps in conveying promotional messages to large number of people in limitedtime period. Marketing communication will benefits customers in acknowledging differentaspects like need of product, way to use product, target audience, right time and place to useproduct etc. There are some important points which are required to be considered to manageeffective marketing communication such as feedback, design and persuasive messages(Blakeman, 2018). Marketing communications are messages and associated media which is required tocommunicate within market. It will benefits BMW in sustaining a stable customer base for thebrand by influencing their buying behaviour with the help of highlighting benefits. Other than1

that, it will benefits the company in maintaining good relation with retailers, customers,prospects and other essential stakeholders. Organisational range of product BMW was found in 1916 and its headquarter is situated in Munich, Germany. Companyis a market leader in producing motorcycles and auto-mobiles. From different reports, it has beenconcluded that company is twelfth biggest producer of auto-mobile and other vehicles. There arewide range of vehicles and their models under the brand name of BMW. Their products areavailable in different ranges, models and specifications. Different range or segment related withBMW includes, sports car, a Sedan, a SUV etc. Different series are BMW 3, BMW M, BMWE30, E36, E46, E90, E92, E93 and F80 3-series, BMW X3, BMW Z1, BMW 507, BMW Z8,BMW Z3, BMW Z4, BMW X6 active hybrid, BMW M5, BMW 535i, BMW 1 series, BMWX5 , BMW E9, BMW X6, BMW Z8, BMW 5 series, BMW M1 and M6, BMW Z3, BMW 7series, BMW 760, BMW 600, BMW 328, BMW 507, BMW 3200 CS, BMW 750, BMW 745iE23, BMW 6 series, BMW X5, BMW Z1, Brilliance BS6, Mini E, BMW 3 series, BMW newclass, BMW 8 series, BMW compact, BMW 2002tii, BMW i8, BMW i8 COUPE, roadster etc. Analysis of specific product Out of all the products offered by BMW, specific product that will be considered isBMW i8 which is a hybrid sports car manufactures by company in 2013. It is also known asBMW vision efficientdyanmics. This model posses a 7.1 Kwh lithium in battery which willprovide an electric range of 37 km. Designing partners of this car are vision efficiency dynamics,Richard Kim and Benoit Jacob. This product was launched as grand tourer class having butterflydoors. Range of this car is 500 km in comfort mode where as more than 600 km in Eco promode. Electric range of this plug-in hybrid model is 37 km and 24 km. Length, breadth andheight specification of this car is around 4689 mm, 1942 mm, 1298mm etc. Predecessor of thismodel are BMW vision efficient dynamics and M1 model (Blakeman, 2018). These product ofcompany is sell in around 50 countries out of which largest sale market is expected in US. Somemodels under BMW i8 are BMW i8 concept which was launched in 2011, BMW i8 conceptspyder unveiled in 2012, BMW i8 coupe prototype in 2013 . Profiling of target market Market profiling is defined as different set of attributes related with targeted population,in business context, it is related with a specific group of buyers. Market profiling involves2

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